Dwell Time Nicole Fawcette Slide 2 Dwell, Moving beyond the
click Nicole Fawcette Slide 3 Lets have a look back Slide 4 This
got us addicted TO CLICKTHROUGHS Slide 5 But, online advertising
has changed We get your challenges: Shrinking client budgets and
high creative expectations Advertising online is innovating through
rich media! Slide 6 This research provides evidence How can I know
which online ideas will work best? What impact does online
creativity have on brand? Slide 7 This research provides evidence
Proof that online engagement leads to increased brand effects Slide
8 How should I compare these two ads? Slide 9 Comparing ads Slide
10 Slide 11 Clickthroughs only tell part of the story Slide 12 With
online, we can go much further Slide 13 We can measure active
engagement with an ad Slide 14 What we are talking about is IS
DWELL! Slide 15 What is Dwell? DWELL IS THE MEASURE OF CONSUMER
ENGAGEMENT WITH YOUR BRAND ONLINE Slide 16 Slide 17 How is it
calculated? Dwell time =x = Time spent actively engaging = Rate of
engagement rate Source: MediaMind Slide 18 Engaged but not clicking
through 25x more likely to spend time than click Source: MediaMind
Slide 19 Average Dwell Time Source: MediaMind Slide 20 And how does
Dwell affect brand? Slide 21 What we found More Dwell = Source:
comScore Slide 22 What we found Source: comScore More Dwell, More
Search Slide 23 What we found More Dwell, More Search Source:
comScore Slide 24 What we found More Dwell = Slide 25 What we found
More Dwell, More Traffic Source: comScore Slide 26 What we found
More Dwell = Source: comScore Slide 27 What we found More Dwell,
More brand engagement Source: comScore MORE PAGES +125% MORE TIME
+83% Slide 28 What we found Source: comScore Slide 29 Comparing
Formats Source: MediaMind Slide 30 Comparing Formats Source:
MediaMind Slide 31 We deliver it Proof that online engagement leads
to increased brand effects Online - More Search More Traffic More
Engagement Offline - Awareness Favourability Purchase Intent Slide
32 Thank you
